Level Up Your Fundraising - NTC2013 Presentation Deck
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This was originally presented at NTEN.org's 2013 NonProfit Technology Conference in Minneapolis by Sarah Worthy, Caitlin Kaluza, and Aaron Long. Learn the psychological motivators behind online giving.
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Level Up Your Fundraising - NTC2013 Presentation Deck
- 1. Level Up Your Fundraising http://www.monkeyinthecage.com Understanding the Psychology of What Makes People Donate Online Use Hashtag: #NTC13LvLUP Session Presenters Caitlin Kaluza Aaron Long Sarah M. Worthy
- 2. Let’s Level Up! #13NTCLVLUP bit.ly/NTCLVLUP Level Up Your Fundraising #13NTCLVLUP Slide 2
- 3. Let’s Level Up! 1. Why it Matters 2. Strategy: Why Do People Give? 3. 7 Tactics of Influence on the Web #13NTCLVLUP Level Up Your Fundraising #13NTCLVLUP Slide 3
- 4. Aaron Long @longstation Caitlin Kaluza @qcait Sarah M. Worthy @sarahmworthy Tendenci.com | @Tendenci Level Up Your Fundraising #13NTCLVLUP Slide 4
- 5. 15 Years Level Up Your Fundraising #13NTCLVLUP Slide 5
- 6. Let’s Chat! Photo Credit: flickr.com/photos/bibamatt/2629402676 Level Up Your Fundraising #13NTCLVLUP Slide 6
- 7. LEVEL 1: Why Does it Matter? Photo Credit: flickr.com/photos/brittanyg/1305797552 Level Up Your Fundraising #13NTCLVLUP Slide 7
- 8. Online Giving is on the Rise Photo Credit: flickr.com/photos/sarahmworthy Level Up Your Fundraising #13NTCLVLUP Slide 8
- 9. Giving is Digital Level Up Your Fundraising Source: 2012 Digital Giving Index #13NTCLVLUP Slide 9
- 10. Giving is Social Level Up Your Fundraising Source: 2012 Digital Giving Index #13NTCLVLUP Slide 10
- 11. Organizations who incorporate social media into fundraising campaigns generate 10x Giving is Social Level Up Your Fundraising more money Source: 2012 Digital Giving Index #13NTCLVLUP Slide 11
- 12. NYT Survey: 68% said they “Share to give people a better sense of who they are and what they care about.” Level Up Your Fundraising #13NTCLVLUP Slide 12
- 13. Fundraising = Level Up Your Fundraising #13NTCLVLUP Slide 13
- 14. LEVEL 2: Visitor Motivations Photo Credit: flickr.com/photos/23889540@N00/1148435913 Level Up Your Fundraising #13NTCLVLUP Slide 14
- 15. Why Do People Give? Level Up Your Fundraising #13NTCLVLUP Slide 15
- 16. Three Motivations of People 1. Social 2. Material 3. Ideological Level Up Your Fundraising #13NTCLVLUP Slide 16
- 17. Social Level Up Your Fundraising #13NTCLVLUP Slide 17
- 18. Material NADR.org Level Up Your Fundraising #13NTCLVLUP Slide 18
- 19. Ideological ChimpHaven.org Level Up Your Fundraising #13NTCLVLUP Slide 19
- 20. 7 Seconds to Tap Into User Motivations 1. What can I do here? 2. Why should I do it? 3. How do I get started? Photo Credit: flickr.com/photos/smaedli/3271558744 Level Up Your Fundraising #13NTCLVLUP Slide 20
- 21. Web Users are 1.Impatient 2.Smart Level Up Your Fundraising #13NTCLVLUP Slide 21
- 22. Source: credibility.stanford.edu Visitors are Skeptical Level Up Your Fundraising #13NTCLVLUP Slide 22
- 23. Visitors Evaluate Credibility on: 1.Your Identity 2.Your Motives Level Up Your Fundraising #13NTCLVLUP Slide 23
- 24. Who’s Spending Their Donation? Who Benefits from Their Donation? How You’ll Use Their Donation Content Builds Credibility Level Up Your Fundraising #13NTCLVLUP Slide 24
- 25. Storytelling Depelchin.org Level Up Your Fundraising #13NTCLVLUP Slide 25
- 26. Stories connect us emotionally… Emotions drive buy decisions. Level Up Your Fundraising #13NTCLVLUP Slide 26
- 27. Emotions drive buy decisions Photo Credit: flickr.com/photos/luschei/937166240 Level Up Your Fundraising #13NTCLVLUP Slide 27
- 28. LEVEL 3: 7 Tactics of Influence Online Photo Credit: flickr.com/photos/mikecogh/7961942978 Level Up Your Fundraising #13NTCLVLUP Slide 28
- 29. 1. Framing the “Ask” Photo Credit: flickr.com/photos/36041246@N00 Level Up Your Fundraising #13NTCLVLUP Slide 29
- 30. YMCAHouston.org Keep it Consistent Level Up Your Fundraising #13NTCLVLUP Slide 30
- 31. Make the Ask Personal Photo Credit: flickr.com/photos/mikecogh/7961942978 Level Up Your Fundraising #13NTCLVLUP Slide 31
- 32. Branded Giving Pages Produce 6x More Dollars Source: onlinegivingstudy.org/quarterlyindex Level Up Your Fundraising #13NTCLVLUP Slide 32
- 33. 2. Create Trust with Donors Level Up Your Fundraising #13NTCLVLUP Slide 33
- 34. Social Motivations Ideological Motivations Material Motivations Content That Builds Credibility Level Up Your Fundraising #13NTCLVLUP Slide 34
- 35. Showcase Your People Level Up Your Fundraising #13NTCLVLUP Slide 35
- 36. Komen-Houston.org How Do You use Donations? Level Up Your Fundraising #13NTCLVLUP Slide 38
- 37. Depelchin.org More than Money Level Up Your Fundraising #13NTCLVLUP Slide 39
- 38. Third Party Validation Level Up Your Fundraising #13NTCLVLUP Slide 40
- 39. 3. Apply Social Pressure Level Up Your Fundraising #13NTCLVLUP Slide 41
- 40. iFest.org Fire Up the Base Level Up Your Fundraising #13NTCLVLUP Slide 42
- 41. Blogger Referrals Site Traffic Facebook Likes Engage New Supporters Level Up Your Fundraising #13NTCLVLUP Slide 43
- 42. Easy Places to Start Level Up Your Fundraising #13NTCLVLUP Slide 44
- 43. 4. Give Back... First Level Up Your Fundraising #13NTCLVLUP Slide 45
- 44. InclusiveSchools.org Content Curation Level Up Your Fundraising #13NTCLVLUP Slide 48
- 45. Neuhaus.org Content Curation Level Up Your Fundraising #13NTCLVLUP Slide 49
- 46. Watch for what people want …And give it to them! bmtisd.com Listening Level Up Your Fundraising #13NTCLVLUP Slide 50
- 47. 5. Aim for Slow Change Photo Credit: flickr.com/photos/costinthampikutty Level Up Your Fundraising #13NTCLVLUP Slide 51
- 48. PRSAHouston.org Lower the Barrier to Entry Level Up Your Fundraising #13NTCLVLUP Slide 52
- 49. Know Your Audience’s Motivations Level Up Your Fundraising #13NTCLVLUP Slide 53
- 50. 1. Hubspot Effective Calls-toAction hubspot.com/how-to-createeffective-calls-to-action 2. 20 Do’s & Don’t’s for Clickable Calls to Action slideshare.net/HubSpot/20-dos-dontsfor-clickable-callstoaction 3. 200 Fundraising Headlines npengage.com/nonprofit-research/200more-email-subject-lines-from-end-yearfundraising Clear Calls to Action Level Up Your Fundraising #13NTCLVLUP Slide 54
- 51. 6. Inbound Marketing Level Up Your Fundraising #13NTCLVLUP Slide 55
- 52. Current Methods Don’t Work for Generation Y Level Up Your Fundraising #13NTCLVLUP Slide 56
- 53. Make it Easy to Give Level Up Your Fundraising #13NTCLVLUP Slide 57
- 54. How Do You Want to be Contacted? Level Up Your Fundraising CMHouston.org #13NTCLVLUP Slide 58
- 55. 7. Recognize Your Value... ...and charge for it Level Up Your Fundraising #13NTCLVLUP Slide 59
- 56. Exclusivity Member Pricing Member Only Events Level Up Your Fundraising #13NTCLVLUP Slide 60
- 57. PharmacyTechnician.org The Value of Membership Level Up Your Fundraising #13NTCLVLUP Slide 61
- 58. Events ThinkLA.org Level Up Your Fundraising #13NTCLVLUP Slide 62
- 59. Recap! 1. 2. 3. 4. 5. 6. 7. Frame the Ask Create Trust with Donors Apply Social Pressure Give Back First Aim for Slow Change Inbound Marketing Recognize Your Value and Charge for It! Level Up Your Fundraising #13NTCLVLUP Slide 63
- 60. Recap! 1. Why Online Fundraising Matters 2. Strategy: Why Do People Give? 3. 7 Tactics of Influence on the Web #13NTCLVLUP Level Up Your Fundraising #13NTCLVLUP Slide 64
- 61. Questions? Level Up Your Fundraising #13NTCLVLUP Slide 65
- 62. Thank You! Level Up Your Fundraising #13NTCLVLUP Slide 66
- 63. Evaluate This Session! Each entry is a chance to win an NTEN engraved iPad! INSERT QR CODE HERE or Online using #NTC13LVLUP at www.nten.org/ntc/eval Aaron Long @longstation Caitlin Kaluza @qcait Sarah M. Worthy @sarahmworthy Tendenci.com | @Tendenci
Editor's Notes
- Pitched at NTEN.org’s annual nonprofit technology conference by Sarah M. Worthy.
- Aaron Long, Caitlin Kaluza, and Sarah M. Worthy of Schipul Technologies in Houston, Texas, Our software is Tendenci Open Source Content Management Software built for Nonprofits. Learn more at tendenci.com or on Twitter @tendenci!
- According to the 2012 Digital Giving Index, 65% of people they surveyed gave online
- When we say “fundraising” we mean all of the transactions that happen with your organizations Wordle word cloud from: Online Donations, Events, Sponsorships, Job Board, Corporate Matching, Grants, Recurring Giving, In Kind Gifts
- You have 7 Seconds to Tap Into Their Motivations
- The more we treat people on the web like they are impatient and smart, the higher the conversion rate from visitor to phone call or contact forms. So how exactly does a web site treat visitors as impatient and smart? By giving them what they want, on their terms, immediately and with humility
- Elliot had suffered brain damage to a part of the brain known as the ventromedial prefrontal cortex, which is implicated in the risk and benefit analysis of decision making. Elliot ostensibly seemed normal, with one glaring exception. He lacked the ability to make decisions, deliberating endlessly in the face of simple, mundane choices such as whether or not to use a black or blue pen or when to schedule his next appointment.
- Use your logo and keep the colors consistent with your other marketing materials so your site visitor immediately knows exactly where they are. Use your logo and keep the colors consistent with your other marketing materials so your site visitor immediately knows exactly where they are
- The YMCA of Houston does a great job of this – their personalize peer to peer giving pages get 4 times more traffic in aggregate than their standard donation form.
- Surprisingly, Nielsen’s study found that donors couldn’t find where to give on 17% of the websites used. Using a simplistic homepage design with minimal banners, ads, and graphics is one way to avoid this problem. To avoid “banner blindness,” limit your graphics to only your key calls-to-action. And, of course, make “Give” or “Donate” clear in your navigation.
- Use testimonials and brand logos from your business partners (as allowed) assuring your site visitors that you are a “real” company with an honest reputation. Try not to let your success convince you that everyone knows you want their business.
- Start with networking – build a relationship – build to Ideological
- Benchmark – 60-75% should be Search Engine Organic traffic
- http://www.flickr.com/photos/loqueveelojo/3707477761 http://www.flickr.com/photos/pagedooley/1202823367 http://www.flickr.com/photos/33874499@N06/4862580749/ Old media that is on their own time Outbound marketing techniques was reliant on a timeline
- http://www.pharmacytechnician.org/en/art/277/
- Events that sell out – ThinkLA Digital Breakfast